Page 9 - Hispanic Market Guide 2022

Top 5 Genres for Latino Representation (Ranked by Share of Screen) 33% Entertainment 32% Law 28% News Magazine 24% Comedy-Drama 19% Drama Many opportunities exist to improve representation of different Latino identities across genres. Latina Women had the most representation in soaps at 22.46% in Q1 2021. Hispanic LGBTQ representation is at just 0.5% in sitcoms, one of the most-watched genres on TV. Afro-Latino representation is concentrated in reality at 2.9% visibility and drama at 1.7% visibility. Brands th6 When Gen Zers and parents see brands acting in a way that doesn’t align with their values or that is culturally disrespectful, they walk away and often spread the word. The number-one reason Gen Zers and Hispanic and Black parents have quit a brand is disrespect for “their own or someone else’s” racial or ethnic group, ranking third among non-Hispanic white parents. Copyright © The Nielsen Company “Inclusion, Information, and Intersection: The Truth about Connecting with U.S. Latinos” 2022 Latinos are increasingly seeking out content where their identity group is represented, and that means turning to streaming, enabled smart TVs and internet- connected devices, making these essential platforms for brands who want to connect with Hispanics—in fact, 55% of Latinos say streaming has content most relevant to their identity group. at don’t get it or offend will lose market share. Over 50% of people ages 13-49 have quit a culturally illiterate brand, saying it “offended them or disrespected their values.” Source: HMC TIME’S UP: Ready (or not) for the Multicultural Majority, 2020. 72% of Black female parents ages 25-49 have quit a brand for this same reason. HMC 2022 HISPANIC MARKETING COUNCIL 9